Small Business Saturday: Big, and getting bigger

American Express CEO Kenneth Chenault, left, and then-New York City Mayor Michael Bloomberg announce "Small Business Saturday" at City Hall on Nov. 8, 2010, in New York City.(Photo: Mario Tama, Getty Images file)

It’s not yet Halloween, but for many small businesses, planning for the holiday season has started in full force. If you own a small business, it’s time to start getting ready for one of the most important days of the year.

In all my years working with entrepreneurs and writing about entrepreneurship, Small Business Saturday — falling this year on Nov. 25 — is the most transformative campaign for small businesses I have ever seen.

Since its inception in 2010, this special day — the Saturday after Thanksgiving— has become the biggest sales day of the year for many small companies. For the big day last year, an estimated 112 million Americans shopped at small businesses and independent restaurants, spending about $15.4 billion, according to American Express. That’s about one-third of the American public buying at small businesses and a whole lot of cash infused into local economies.

“Thousands of small businesses have seen real results — more customers through their doors and more sales at the register — by participating in Small Business Saturday,” said Amy Marino of American Express, the founding partner of Small Business Saturday.

A company website with information about Small Business Saturday, ShopSmall.com, also offers merchandise/materials to entrepreneurs wishing to promote their businesses. You can also sign up to be a "Neighborhood Champion" and encourage other businesses to join in on the celebration.

If you’d like to increase sales, support your local community and have fun along the way, then I urge you to have your small business participate.

Whatever your small business, here's how you can get involved:

1. Get free, custom marketing materials. Visit the online “Shop Small Studio” for customizable templates for social media, your website, email newsletters and for posters and event flyers with your business name on them. Very cool.

2. Order your Shop Small Kit. Also free from American Express, these kits include canvas shopping bags, buttons, banners, pencils and more. Give them to customers and display them around your store. After you’ve created your custom materials at the “Shop Small Studio,” a link will appear for ordering your Shop Small Kit. The kits are in high demand, so order yours well before the Nov. 10 deadline.

3. Plan an event on the day. Activities for kids, music, entertainment and free food all draw shoppers during the long holiday weekend. Many shopping districts launch a “passport” project, where customers get stamps at participating stores, many of which offer discounts to passport holders. Once they accumulate enough stamps, they get a reward.

4. Create a Small Business Saturday promotion. Give a gift with a purchase, ask vendors for highly discounted items you can sell as a promotion that day, plan a one-day “BOGO” sale (buy one/ get one free) or donate a percentage of sales to a local charity.

6. Turn up your social media — now. Start building momentum for Small Business Saturday and find new customers who’ll be looking for the #shopsmall hashtag. Post regularly and use pictures.

7. Plan to capture contact info. How will you stay in touch with all the new customers you meet on Small Business Saturday? Perhaps do a drawing for a gift and ask for email addresses on the entry form (let them know they’ll be added to your newsletter list).

8. Rally your community by enlisting as a “Neighborhood Champion” in this section of the ShopSmall site. Champions are individual small businesses, a group of businesses or an organization helping to get other businesses involved, promote the day and create events. Last year, a record 6,700 small businesses or organizations signed on, reaching millions of small businesses across the country.

Finally, be sure and wear your “Shop Small” button and shop small yourself on Small Business Saturday. We small businesses must stick together and support each other.

Rhonda Abrams is the author of 19 books including Entrepreneurship: A Real-World Approach, just released in its second edition. Connect with Rhonda on Facebook and Twitter: @RhondaAbrams. Register for Rhonda’s free business tips newsletter at www.PlanningShop.com.